Focus Groups and the Development of New Products by Technologically Driven Companies: Some Guidelines

Manufacturers of consumer goods frequently have used focus group discussions to learn about consumers' reactions to both new and existing products. Typically, results of these discussions have led to the exploration of new concepts and the identification of new opportunities. Edward McQuarrie and Shelby McIntyre have developed a series of practical guidelines to help industrial and technological companies use focus groups during the process of concept development and refinement. The group's discussion provides insight into how the product may be received by buyers in the marketplace.